What's ironic is that it's easier to get around copy protection of hard media rentals than it is to copy DRM'ed files from iTunes. All one needs is HandBrake, Cucusoft or whatever, and for a small monthly fee or per-disc rental charge, you can make permanent copies for yourself. I like how the studios are balking at Apple for the $15 max price for movies, even though you're getting a product that has no extra features, no closed caption and no solid physical packaging to store in a collection.